Iceland Foods achieves full certification for wild fish, seafood

ICELAND – Iceland Foods has confirmed that every wild fish and seafood item sold under its own label is now sourced exclusively from Marine Stewardship Council (MSC) certified fisheries.

This makes the company the first frozen food retailer globally to achieve full certification across its own brand wild-caught seafood range.

According to the retailer, UK consumers will begin to see the blue MSC logo on frozen, chilled, and ready meal products containing wild fish and seafood, although some packaging without the label will remain on shelves until stocks are cleared.

Iceland expects all of its own brand seafood products in store to display the MSC ecolabel by January 2026, completing the transition.

The company has been increasing its certified range steadily, expanding from 30 to 46 MSC-approved lines in the financial year ending April 2024.

This growth meant that 73% of Iceland’s seafood was certified last year, a significant rise compared with just 17 certified products five years earlier.

Richard Walker, executive chairman of Iceland Foods, said the decision reflects the need for stronger action in protecting marine ecosystems.

He stated that customers purchasing own label products carrying the MSC mark can be assured they are sourced according to an internationally recognised independent standard.

Walker also linked the initiative to long-term environmental responsibility, adding that the change positions the retailer to contribute to sustainable food supplies in the future.

Rupert Howes, chief executive of the MSC, described the announcement as a substantial advance for the UK seafood market and beyond.

Howes added that Iceland’s move demonstrates that sourcing only certified seafood at a national retail level is achievable, pointing to its potential influence on other operators in the sector.

The retailer’s achievement comes at a time when demand for transparent supply chains is increasing, with consumers and regulators placing greater pressure on retailers to prove environmental accountability.

Iceland’s strategy signals how certification is being integrated into mainstream retail seafood sourcing, with the potential to shape broader industry practices.

Certification as a global model

While the commitment directly affects the UK market, industry observers suggest it could set a precedent for retailers in other countries to adopt similar certification strategies.

By shifting entirely to MSC-certified sourcing, Iceland has positioned itself within a wider discussion on how large-scale retailers can influence fishing practices and sustainability standards.

The move may also encourage competitors to align their seafood sourcing policies with independent certification requirements.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.